Eval Ella's Kitchen perception & positioning: Marketing Research

Assessing the Positioning and Consumer Perception of Ella's Kitchen: A Marketing Research Task

Answered

You have been hired to develop a marketing research task in which you need to assess the positioning and consumer perception of the brand Ella’s Kitchen (official webpage here). The structure of the assignment should be as follows (please read the description carefully to make sure you include all necessary information):
1.Cover page: including all pertinent information for easily identifying the student’s work (full name, title of the research project, logo of the school, date, name of the course and the professor).
2.Table of contents: it should include all the included sections.
3.Introduction: discussing the purpose and main objective of the project.
4.Background: Information about the company, literature review about positioning of small business, company’s competitors.
5.Research question and methodology: Remember the purpose of the task, aforementioned, and develop:
a.research questions and their relevance towards addressing the positioning of the company.
b.methodology explaining how you will address and answer the marketing problem, type of methods and instruments; explain which methods will address which research question and justify this choice of methodology.
c.Sample/data details: sample, type of data; explain which data will address which research question.
d.What marketing tools will you use to fulfill the task and why? Think about the most important tools for analyzing positioning.
6.Results: Analysis is shown, using pertinent theories and models studied in class, use of facts and figures, tables, and visual material (properly cited).
7.Conclusion and recommendation: Key insights and conclusions that can be drawn from the analysis (implications, meaning for the company; it should not be a mere summary of findings).

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Background assessment (20%)	All necessary information is developed for a clear understanding of the research; the company and the task are properly introduced. The literature review is properly developed, and relevant sources are included.	All necessary information is developed; the company and the task are properly introduced. The literature review is highly pertinent.	All necessary information is included, although more information may be necessary. The company and the task are introduced, the literature review is addressed but needs further development.	The introduction is not completely clear and needs further development. Major revisions need to be made as the information included is not satisfactory or does not address the purpose of the section completely.
Research design and methodology (30%)	The research design is well-argued and highly suitable for answering the research question. Methodology is supported by good and reasoned arguments. All necessary tools for assessing positioning (e.g.: perceptual maps, competitor analysis) are included.	The research design is adequate for the project and methodology is aligned with the research question. Necessary tools for assessing positioning (e.g.: perceptual maps, competitor analysis) are included.	The research design is included but further explanation is needed, as well as a better development in terms of methodology. Tools for assessing positioning (e.g.: perceptual maps, competitor analysis) are discussed although may need some revision.	The research design is weaker than what would be considered appropriate and the methodology is not suitable for answering the research question. Missing important tools for adequately assessing positioning (e.g.: perceptual maps, competitor analysis) are included.
Analysis and interpretation of the data (20%)	Student carefully analyses presented data, contributing with insightful statements to the quality of the project-	Student addresses results from a good perspective, including critical thinking to a good extent.	Student analyses all presented data, although rather vaguely. Further interpretation is needed.	Student fails to include a critical approach with insightful remarks and rather develops a summary of findings.
Strategic marketing recommendation (20%)	The strategic recommendation is highly appropriate for the project and market segment, based on the developed analysis.	The strategic recommendation is adequate for the company and does consider the market segment.	The strategic recommendation is included although some minor revisions may be needed in terms of tactics and/or the market segment consideration.	The strategic recommendation is either not included or not in a way that is useful for the company. Student does not reflect on the developed project successfully.
Communication (10%)	The structure is extremely clear throughout the document, allowing for an excellent readability. Grammar is highly appropriate, and references are included to a satisfactory extent.	Structure is adequate and the reader can easily find information throughout the document. Grammar is appropriate, and references are included to a satisfactory extent.	Structure is well thought-out and key sections are included. Grammar is overall adequate, and references are included, although may need to be emphasized.	Structure is cumbersome and does not help towards readability. Grammar and references need to be reviewed.